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March 23, 2015
Volume 19 ~ Issue 11
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HIGHLIGHTS
2
FocusON Multicultural
Leading Brand Execs Talk
“Total Market in Context”
The Walt Disney
Company
and
Latinum Network
Co-host Executive
Roundtable
to
Share New Total
Market Approach:
Marketing Across
the
Cultural
Continuum
Latinum’s new framework is a practical,
efficient, and comprehensive how-to
approach to marketing to a multicultural
America
Latinum Network, a member-based
multicultural advisory firm, is hosting
its biannual Executive Roundtable series
on March 26, 2015 at the Walt Disney
Studios in Burbank, CA.
Co-hosted by the Walt Disney Company,
this in-person meeting brings together
about 50 executives from some of
America’s top corporations in order to
www.hispanicmarketworks.org
discuss strategies and best practices
in multicultural marketing. Among the
Spring Executive Roundtable’s confirmed
attendees are representatives from the
National Football League, Facebook,
Coca-Cola, Discovery US Hispanic
Networks, Nestlé USA, and more.
“The Walt Disney Company is pleased
to be hosting Latinum Network’s
Spring Roundtable event, as we take
a closer look at how to better serve an
increasingly multicultural consumer,”
says Christine Cadena, Vice President,
Multicultural Initiatives, the Walt Disney
Company.
“We are excited to unveil Latinum’s
new proprietary methodology around
multicultural marketing with the Walt
Disney Company,” says Latinum’s cofounder and CEO, David Wellisch.
“Our Marketing Across the Cultural
Continuum framework is a practical,
efficient, and comprehensive how-to
approach to marketing to a multicultural
America.”
“In the past few years, the Total Market
approach has been debated passionately
among the multicultural marketing
community.” adds Latinum Network’s
Senior Vice President of Products and
Research, Andy Hasselwander. “At
Latinum, we believe that the right kind
of Total Market strategy has its place,
but that dedicated approaches remain
viable and compelling. We think of it as
putting Total Market in context.”
Latinum Network is a member-based
advisory company dedicated to helping
brands succeed in the multicultural
economy. Founded in 2009, the Company’s
mission is to enhance members’ ability
to drive growth and measurable ROI
from multicultural audiences via
actionable insights, business analytics,
proven strategies, and consumer access.
Latinum currently supports nearly 100
member brands. Proprietary solutions
include VozLatinum, a bilingual online
community used to support both
network-wide and custom client research;
Veo, a consumer mobile platform that
allows direct, two-way engagement
between brands and consumers; and
Latinum’s Digital Platform that provides
clients with proprietary syndicated
research,
actionable
category-level
insights, online tools and best practices.
http://www.latinumnetwork.com
Nielsen Releases First
Multicultural ‘Super
Consumer’ Report
The research giant focuses on
the growing influence of the
multicultural market in the US.
6
The Mirage of the
Rainbow
Coalition
Police violence against people of
color has caused a firestorm of
protests, but who is standing up
for the Latino victims?
10
Association for Latino
Media and Marketing
Communication
Research Launches
New
group
to
support
research and education in
growing multicultural media
communications field.
© 2015 Hispanic Market Works, All Rights Reserved.
March 23, 2015
Volume 19 ~ Issue 11
+
Nielsen Releases First Multicultural
‘Super Consumer’ Report
behavior today, marketers and advertisers
can better understand future market trends.
With multicultural consumer spending in the
United States today at $3.4 trillion, this “super
consumer” group has tremendous impact on U.S.
mainstream culture, according to a Nielsen report
released today. The report, The Multicultural Edge:
Rising Super Consumers, identifies multicultural
consumers as the most dynamic and fasting
growing segment of the U.S. consumer economy.
Expected to become the numerical majority by
2044, 21 of the top 25 most-populated counties
in the United States are already more than 50%
multicultural. Knowing the cultural appeal of a brand
is critical to marketers, as multicultural populations
can vary widely even within metro areas. The
combination of majority multicultural geographies
and high levels of interethnic proximity magnify
the need for ethnic and cross-cultural marketing.
The New Mainstream
Multicultural Consumers Transforming Multicultural consumers are younger, in their prime
the U.S. Mainstream
and already make up 38% of the U.S. population.
“The Multicultural Edge: Rising Super Consumers
report builds on Nielsen’s previous series
of reports on the attitudes and spending
behaviors of African-American, Asian American
and Hispanic consumers,” says Monica Gil,
senior vice president and general manager of
Multicultural Growth and Strategy, Nielsen.
“The unprecedented influence of multicultural
consumers on the behavior of non-multicultural
shoppers is upending outdated assumptions and
enlarging and expanding the multicultural market
opportunity, which may be the key to the future.”
The report identifies multicultural Super Consumers,
which refer to the top 10% of households who
drive at least 30% of sales, 40% of growth and 50%
of profits of any consumer product category. The
report suggests that by understanding the cultural
essence that drives multicultural super consumer
www.hispanicmarketworks.org
Multicultural Super Consumers Buying
Habits
Multicultural consumers comprise a disproportionate
share of many categories, such as dairy, baby food
and diapers, laundry supplies and detergents, school
supplies, and other family goods. Of 126 grocery
store categories reviewed, 45 categories (36%) overindex in total rate of spending for all multicultural
consumers compared to non-multiculturals. These
attitudes and behaviors demonstrate cultural and
behavioral traits unique to the various ethnicities.
The findings show Asian Americans are more likely
to eat organic foods (29%). Cultural identity is
very important to African- Americans (78%) and
Hispanics (71%), and social causes are particularly
meaningful to Hispanics (43%). Multicultural Super
Consumers can heavily influence non-multicultural
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consumers in Super Geo areas—geographies with a
higher concentration of Super Consumers. Proximity
to other cultures and the sharing of cultural
influences, attitudes, and behaviors in Super Geo
clusters magnifies the multicultural opportunity.
Despite the cultural sharing taking place in the
U.S. today, it is critical to understand the nuances
and preferences of each individual consumer.
Culturally Driven Behaviors
Multicultural consumers take on an ambicultural
identity—the ability and willingness to function
competently in two cultures, which allows many
multicultural consumers to simultaneously maintain
their cultural heritage and see themselves as equally
American. Multicultural consumers gravitate to
brands, products, and activities that reinforce their
cultural roots. And these behaviors are affecting the
purchase behavior of non-multicultural consumers,
too. For example, while multicultural consumers
represent 53% of hot sauce Super Consumers,
the category has grown beyond it, becoming a
mainstream condiment. Just as soul food, sushi,
tacos, pizza and other once-ethnic foods have
become as ubiquitous as apple pie and hot dogs,
the traditions, attitudes and shopping behaviors
of multiculturals are expanding the multicultural
market opportunity. These multicultural Super
Consumer categories have already experienced the
future where many categories are likely to follow.
Understanding how purchase behaviors are driven
by multicultural consumer values, lifestyles, tastes
and preferences is the key to total market growth.
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March 23, 2015
Volume 19 ~ Issue 11
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Campoverdi
Steps
into
Leadership Role at #EmergingUS
Alejandra Campoverdi has been named managing
editor of #EmergingUS, the LA Times’ new
multimedia venture on race and multiculturalism
with immigration activist Jose Antonio Vargas.
Vargas tweeted back on Feb. 27 that she would
be the managing editor, but the LA Times just
announced it to the staff today in a memo from
Nick Goldberg, editor of the editorial pages, and
Nicco Mele, the new deputy publisher.
FocusON Race
NHJA Stands Behind Univision
on Figueroa Firing
The National Hispanic Journalists Association
applauded Univision’s decision to fire host
Rodner Figueroa, after he compared first lady
Michelle Obama to a character from “Planet of the
Apes” during a segment of “El Gordo Y La Flaca”
last week.
In a statement published to NAHJ’s website,
the organization’s President Mekahlo Medina
called Figueroa’s comments “racist” and said that
Univision made “the right decision” by dismissing
him.
“Univision, the fifth largest network in the U.S.,
took a stand against racism and we are all better
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for it,” Medina’s statement said. “But I keep
wondering, what was Figueroa thinking when
those words came out of his mouth? Why was it
okay for him, at that moment, to compare the
First Lady of the United States or any person to
an ape? And why, still today, does he think that
was not racist?”
Medina said that in response to the Univision
incident, NAHJ would create a task force during
its national conference in Orlando this September
to survey the way race is portrayed in Spanishlanguage media. NAHJ will use the data for
training and development programs to educate
journalists about how “how these perceptions
shape our decision making processes.”
Medina also highlighted the lack of racial diversity
within both the Spanish-language and English-
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language news media, saying it helps perpetuate
a “hierarchy of skin color and race.”
“How many dark-skin or afro-Latino anchors do
you see on Spanish language newscasts?” Medina
said in the statement. “How many indigenous
Latinos do you see on any newscast, English or
Spanish? There isn’t a single Latino/a anchoring
an 11pm English language newscast in Los
Angeles, despite the market being 53% Latino and
overwhelmingly English speaking or bilingual.”
The announcement of the task force on Spanishlanguage media comes just weeks after Media
Matters, a research group that monitors what it
calls “rightwing misinformation,” announced a
new program to scrutinize Latino media more
closely.
Figueroa was dismissed last Wednesday,
immediately following his comments during
a segment discussing make-up artist Paolo
Ballesteros and his transformations into female
celebrities.
“Mind you, you know that Michelle Obama
looks like she’s part of the cast of “Planet of the
Apes,” the film,” Figueroa said, when analyzing
Ballesteros’ look as Michelle Obama with a sideby-side image of the real first lady.
In an apology letter addressed directly to Obama
released by his talent agency Latin WE, Figueroa
said his comment was directed at Ballesteros’
transformation and not the first lady herself.
He also went on to reject accusations of racism,
adding that he comes from a biracial family.
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March 23, 2015
Volume 19 ~ Issue 11
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FocusON Media
been tapped to
present the signature
lunch conversation
on June 26 at the 16th
annual NALIP Media
Summit,
focusing
on the Latino media
community.
The
summit is set for
June 25-28 at the W
Hollywood Hotel.
The largest annual gathering of Latinos in media
nationwide, the summit is presented by HBO and hosted
by the National Association of Latino Independent
Producers. The theme is “Creating Tomorrow, Together,”
which will highlight the convergence of media, the unity
of Latino content creators and the promise of multiple
platforms. Content creators, industry executives and
media will participate in four days of panels, workshops,
screenings and showcases relating to advances and
challenges for the Latino media community.
•
Diversity enhances creativity – Involving
people with diverse expertise makes perfect
sense when designing new products or
thinking of different ways to solve a problem
(ex: engineers and designers, data scientists
and marketing professionals). In the same
way, having social diversity pushes people
to have a variety of different points of view,
which can lead to more ideas and better
decisions.
•
Different points of view lead to broader
thinking – Rather than having one idea
presented in different ways, a variety of
different points of view can create an
exponential effect of new platforms and
tactics to analyze and solve a problem.
•
Diversity pushes you to abandon the status
quo – If everyone thinks like you do, then
you’re less likely to question things, push
the boundaries and step out to re-think your
point of view. Diversity pushes you to think
harder and in new ways. In other words, it
makes you smarter.
Research shows that being part of a diverse
environment makes us more creative and diligent.
Yet we still see groups of people that tend to
hire, work with and market to people similar to
themselves. While this practice may seem to make
life easier and less conflictive, it is shown that this
is not more productive or effective. Here are five
reasons why diversity makes us better, smarter
and more effective:
•
Actress, director, producer and activist Longoria will
share her personal and professional insights gleaned
from working on projects such as starring in and exec
producing NBC’s upcoming series “Telenovela” and exec
producing “Devious Maids.” She is currently producing
documentary “Our Time,” about the power of the Latino
vote.
www.hispanicmarketworks.org
because people run the risk of missing critical
data. A diverse environment incites you to
share information, and to make sure everyone
has all the facts.
FocusON Diversity
Longoria to Mediate Media Talk Five Reasons Why Diversity
Eva Longoria has Makes Us More Productive
•
You prepare better if you’re presenting to a
diverse group – If you present to a group of
similar people, you may take for granted that
everyone will agree with your point of view. If
you anticipate there will be certain opposition
to your ideas, you will likely prepare better
to counter any possible arguments. Diversity
in the audience (professionally and socially)
can make you more diligent when working on
your presentations.
Racially diverse groups tend to share
information better – A study led by Stanford
University compared how two different
groups shared information. The group that
had similar people was more likely than the
diverse group to assume and take for granted
that everybody had the same background
information. This perception is treacherous
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Need more proof? There are countless studies by
reputable organizational scientists, psychologists,
sociologists, economists and demographers
that show how socially diverse groups are more
innovative vs. their non-diverse counterparts.
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March 23, 2015
Volume 19 ~ Issue 11
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The Mirage of the Rainbow Coalition
by Esther J. Cepeda | Washington Post Writers Group
Hispanic
pundits
are
wondering
whether
the killing of Antonio
Zambrano-Montes
by
police in Pasco, Wash., will
truly be what The New York
Times called Hispanics’
“’Ferguson’ moment” -- a
national protest against
police aggression toward
Hispanics.
Even more thought-provoking is the question of why
the big national Latino advocacy organizations have not
jumped on the issue.
NPR’s Latino USA recently delved into whether the
community’s leaders are self-censoring themselves. It
pointed to informal research, conducted jointly with
the Latino Rebels blog, finding that though national
Latino civil rights organizations such as the League of
United Latin American Citizens and the National Council
of La Raza issued public statements condemning the
shooting of a black teenager in Ferguson, Mo., they’ve
been silent regarding a number of recent shootings of
Latinos. Additionally, several organizations were asked
but declined to comment on the recent shootings.
Latino USA’s conversation covered several of the
obvious reasons for the silence: a lack of unity on a
national messaging strategy, organizational bandwidth
devoted almost exclusively to immigration issues, and
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a misunderstanding about legal status that makes some
observers mistakenly believe that all the victims were
illegally residing here and, had they not been, might have
avoided being killed.
What is fascinating to me about this necessary national
conversation is the widespread refusal to acknowledge
the real elephant in the room: long-standing tensions
between African-Americans and Hispanics. And they’ve
only gotten worse since immigrant advocacy movements
decided to start using the language and imagery of the
civil rights movement.
It may have begun with Elvira Arellano, an unlawfully
present immigrant from Mexico who in 2006 took
sanctuary with her U.S.-born son in a storefront church in
Chicago. At the time, supporters called her the “new Rosa
Parks.” She faced a backlash from many African-Americans
for not only accepting the label, but then subsequently
referencing Martin Luther King Jr. and Malcolm X in her
pleas for a stay of deportation.
It continued on as would-be Dream Act-eligible young
people took up a campaign to gain freedom from
deportation for themselves, and eventually their parents,
by “coming out” as “undocumented, unafraid and
unapologetic” and framing their cause as a “new civil
rights movement.”
And the tension ratchets up every time new labor
statistics show the gains that Hispanics are making in the
job market or in measures of living standards, standing in
stark contrast to continually depressed employment and
well-being stats for African-Americans.
It is a common belief among some African-Americans,
and backed up by some research, that Hispanic
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immigrant entrants into the low-wage job market depress
opportunities and income for African-Americans.
I participated in a forum on race and the media a few
weeks back. One of my fellow panelists said the tensions
between African-Americans and Hispanics are serious.
She claimed that Hispanics exclude blacks when they
come into political power, giving contracts, jobs and
other benefits to fellow Hispanics at the expense of
African-Americans.
These types of sentiments always come up during
discussions about why Hispanics and African-Americans
don’t join hands or mirror each other’s reactions to events.
But on a pragmatic note, the ugly truth about reacting to
emerging news events is that they are high-risk because
usually the facts haven’t been established.
It took over six months for authorities to piece together
what most likely happened in Ferguson. Activists
who made “Hands Up, Don’t Shoot” their rallying cry
were recently faced with evidence that witnesses who
attested to Michael Brown’s show of submission to law
enforcement had fabricated their testimony.
Is it really so surprising, then, that Hispanic advocacy
groups who spend a great deal of their time trying to
convince non-Hispanics that this population is generally
not residing here illegally and overwhelmingly law
abiding would hesitate to take on a full-throated defense
of an unlawfully present migrant accused of throwing
rocks at the police?
Bottom line: We must stop comparing minority groups
as if their struggles are equal or interchangeable -- and
understand that just because they’re non-white, they
don’t all form a happy rainbow coalition.
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March 23, 2015
Volume 19 ~ Issue 11
+
FocusON Audio
Cisneros Interactive Invests in
Audio.Ad and Ventures into
the Digital Audio Business
By German Heredia and Carlos Cordoba, founders of Audio.Ad
laptops, smart phones, tablets, and digital audio players.
“Cisneros Interactive continues its strategy for
innovation in digital advertising, acquiring a
majority interest in the first network of audio spots
in the region. This investment supports two true
impresarios of the digital world, German Heredia and
Carlos Cordoba, who we previously partnered with in
2011 when Cisneros Interactive invested in RedMas,
an online ad network they founded,” emphasized
Victor Kong, President of Cisneros Interactive. “With
the launch of Audio.Ad, German and Carlos have
once again proven their ability to implement their
entrepreneurial vision in the digital advertising market.”
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multiple devices, and this presents a great opportunity
for brands, as well as for digital content producers.”
In its first quarter of operation, Audio.Ad implemented
audio spot campaigns in a number of Latin American
countries for such advertisers as Speedy, Movistar,
Personal, Claro, Unilever-AXE, Petrobras, Miller beer,
Honda Motors, Volkswagen, Mitsubishi, SixFlags
and Dodge. The network is incorporating the most
important radio stations in the United States, Argentina,
Mexico, Chile, Peru, Colombia, Uruguay, Paraguay,
Dominican Republic, Venezuela, Ecuador, Guatemala,
and El Salvador as premium publishers to monetize their
content and advertising inventory through Audio.Ad.
The
investment
is
part
of
Cisneros Interactive’s strategy for
innovation
in
digital
advertising
Audio.Ad provides advertisers and brands
promotional coverage through audio
spots on digital audio online platforms As a result of the buy-in, RedMas, the Cisneros Interactive “Online radio consumption registered an increase not
Cisneros Interactive, a corporate division that
encompasses the Cisneros organization’s digital
initiatives, today announced its acquisition of a
majority stake in Audio.Ad, a digital audio advertising
network that reaches more than 35 million users
in Latin America and the U.S. Hispanic market.
Founded by German Heredia and Carlos Cordoba,
Argentine entrepreneurs with more than 15 years of
experience in the Latin American Internet market,
Audio.Ad is the first network of audio spots serving
Latin America and the U.S. Hispanic market, allowing
advertisers to place audio advertising spots in
traditional radio stations’ live online streams and
digital audio-streaming services heard on a variety
of connected devices, such as desktop computers,
company led by Heredia and Cordoba, CEO and COO,
respectively, will exclusively market Audio.Ad’s advertising
solutions in Latin America and the U.S. Hispanic market.
“The entry of Cisneros Interactive as a partner of Audio.
Ad allows us to expand our network into every market
of the region, and it brings along a sales force with
extensive experience in the digital industry,” stated
German Heredia, who added that the investment “will
allow us to open an office in Brazil by the first half of 2015.”
As for Carlos Cordoba, he stressed that “Audio.Ad is a
pioneer in digital advertising, introducing the concept
of digital audio spots in the region. This venture is
in line with Cisneros Interactive’s strategy, which
continually seeks innovation in digital advertising
solutions. Today, radio and music are heard on
only in the United States but throughout the region.
In Latin America, listeners consumed an average of
30 minutes of audio content a day through various
devices connected to the Internet. This scenario
empowers Audio.Ad’s business, which in its first three
months conducted campaigns for more than 20
advertisers in six countries and established affiliations
with the region’s main digital audio players,” explained
Gonzalo Alonso, Managing Director of Audio.Ad.
“The Infinite Dial,” a study carried out in the United
States by Edison Research and Triton Digital and
released in March 2014, indicates that online radio
consumption has doubled since 2008, and that
75% of people between the ages of 12 and 24
consumed digital audio in the past year, while 50%
of those in the age segment of 25 to 54 did the same.
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March 23, 2015
Volume 19 ~ Issue 11
+
FocusON Language
Zuckerberg’s Grasp of Mandarin
Has a Big Lesson for Businesses
take the most rudimentary steps to target this
burgeoning sector. These include steps like
localizing their online content and translating
e-shopping sites.
As any good salesperson knows, speak
their language and you’re halfway there.
Here are four reasons why adapting your content
for the Hispanic community makes plain business
sense:
By Ofer Shoshan
1. It’s what the consumer wants.
“The single biggest problem in communication
is the illusion that it is has taken place,” said
the famous playwright George Bernard Shaw.
Although many U.S. retailers believe they are
communicating their message to the American
people, there is one community they all too often
miss -- the country’s Hispanic community -- and
that’s too bad.
According to a recent survey of over 2,000 of
One Hour Translation clients, the vast majority
of respondents worldwide are more likely to buy
from a website in their native language.
One good reason is the numbers: One merely
has to look at them to grasp the gravity of this
lapse. Some 56 percent of the growth in the U.S.
population over the last decade has come from
the Hispanic community, according to the Pew
Research Center. According to the U.S. Census
Bureau, 38.3 million people -- 13 percent of the
U.S. population -- are now native Spanish speakers.
And $1.5 trillion is the most recent estimate of the
huge purchasing power the American Hispanic
community will have in 2015, according to a
Nielsen report.
That’s a 50 percent rise from 2010. Despite these
impressive figures, however, many retailers,
including large ecommerce companies, fail to
www.hispanicmarketworks.org
•
74% of French-speaking Canadian respondents
•
90% of Japanese respondents
•
79.5% of German respondents
•
82.5% of Italian respondents
The obvious conclusion is that people prefer to
shop in their own language. In fact, there’s no
reason America’s Spanish-speaking community
would be any exception.
2. It’s cost-efficient.
The cost of translation is very low in comparison to
the potential increase in sales, and in most cases,
the return on investment is nearly immediate.
Some of the largest U.S. enterprises allocate
approximately 2.5 percent of their overall budget
on professional localization, while enjoying some
50% annual revenue from non-native English
speaking consumers. Even if businesses doubled
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their budgets to translate websites and other
marketing material, the cost-benefit would still
be a no-brainer.
3.
Cultural adaption translates into
increased sales and brand reputation.
By tailoring your content for the AmericanHispanic community, you’re conveying the
message that your business understands and
respects the community’s cultural diversity. In
other words, it’s not just translation that is key
here, but the cultural adaption of content that
is keenly sensitive to local nuances and customs
that will truly make your product and your overall
brand attractive to local consumers.
4. It works.
One great example is Vallarta Supermarkets
of Van Nuys, California. The Vallarta brand has
evolved from its humble beginnings into a food
retail empire with a total 41 stores throughout
California. A quick survey of the Vallarta website
serves as a great example of how even businesses
that serve the “larger American public” can still
make localization a priority. With web content
translated into Spanish and discounts for foods
catering to the Hispanic community, it is clear
that Vallarta Supermarkets’ success can be traced,
at least partially, to this inclusive strategy.
I hope you’re convinced: When it comes to the
Hispanic community, there’s plenty of money
that’s being lost in translation -- or, in this case,
the
lack
thereof.
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March 23, 2015
Volume 19 ~ Issue 11
+
FocusON Research
Association for Latino Media
and Marketing Communication
Research Launches
A group of professors from around the country
culminated at Florida State University the
creation of the Association for Latino Media and
Marketing Communication Research (ALMMACR),
whose mission is to enhance the teaching and
research of this growing arena of the field of
communication.
“We also want to create a network of scholars
and industry professionals committed to
improve Latino-oriented media and markets via
systematic and reliable research in the United
States and other parts of the world where those
media and populations intersect,” said Federico
Subervi, a founding member of ALMMACR.
During the inaugural meeting, the founding
members approved the Association’s bylaws
and the selection of the individuals that will
comprise the board of directors.
Dr. Subervi, researcher and scholar at Kent State
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University, was elected as the first President of
the organization and Dr. Alejandro Alvarado,
a communications consultant and former
professor at Florida International University,
Vice President. Other elected officers are Dr.
Manuel Chavez, from Michigan State University,
Treasurer; Dr. Enrique Becerra, from Texas State
University, Secretary; and Dr. Sindy Chapa,
Director of the Center for Hispanic Marketing
Communication, At Large board member.
One of the association’s goals is to continue
organizing
and
carrying
out
bi-annual
conferences that bring together scholars, media
professionals and students whose interest
converge in the research, teaching, and/or
practice of Latino-oriented media, audiences
and markets. Thanks to the leadership of Dr.
Sindy Chapa, the fifth and most recent of those
gatherings took place February 19-21, 2015 at
Florida State University. The sixth conference
will take place in February of 2017 at California
State University-Fullerton, and will be chaired
by Inez González, Director of that university’s
Latino Communications Initiative.
ALMMACR will also support the ongoing
publication of the International Journal of
Hispanic Media, published by Texas Tech
University’s Thomas Jay Harris Institute for
Hispanic and International Communication,
directed by Dr. Kenton Wilkinson, who also
serves as the journal editor.
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www.hispanicmarketworks.org
March 23, 2015
Volume 19 ~ Issue 11
+
FocusONAd Agencies
A Renovated Agency in Atlanta
Patricio Montalbetti launched the PM Advertising
agency in Atlanta eleven years ago because there was
no competition for Hispanic agencies there, and he saw
the need for a service agency in the soon-to-grow Latino
community in the mid-South-East.
Last week, Montalbetti and his partners. Eduardo Perez
and Ricky Echegaray relaunched the agency and its
website as PM3.
They call it a “rebirth” and the capabilities of the new
agency expanded beyond advertising to include
media planning and buying, digital asset management
and production services, social media management,
experiential marketing, mobile app design and
development.
In a recent conversation. Montalbetti revealed the
reasons for its relaunch and the partners’ decision to stay
in Atlanta, though they have an office in Los Angeles and
a technical development satellite base in Argentina.
There are also personal, quality of life reasons for staying
in Atlanta, and though it is more difficult to hire talent,
the move to a total market approach has made the
agency an interesting pick for young talent.
Current full service clients include NAPA Auto Parts, Cos
Communications and Georgia Lottery.
And project--based service has been provided to Arby’s,
Pollo Tropical and STARZ Network, among others.
www.hispanicmarketworks.org
FocusON Radio
Spanish-language FM Returns to
Philly
Philadelphia’s Hispanic population will once again have
an FM station of their own when Spanish CHR “Super Q”
launches April 1. Pronounced “Super Koo,” the HD-Radiofed FM translator is the result of an agreement among three
broadcasters. Super Q Broadcasting will lease translator
W246AQ at 97.1 from religious broadcaster Priority Radio
and WPEN-HD3 (97.5) from Greater Media.
In addition to north and south Philly, the signal covers
the South Jersey cities of Camden, Pennsauken and
Collingswood. “To get this done took a long time of
investigation, persistence, requirements, negotiations and
God’s supervising,” Super Q principal Quilvio Perdomo (DJ
Frankie) says. “The Hispanic community in the area is big
and strong enough to be served by an FM.”
“SuperQ” will go up against Aztec Capital Partners’ Spanish
CHR “El Zol 1340” WHAT.
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